The concept of "social potential value" or "what-if value."

Nora Bag: Last time, we discussed how advertising should evolve from facilitating the exchange of money and goods to facilitating the exchange of value. Starting this time, let's delve deeper into what exactly "value" refers to.

Namikawa: To borrow Muhammad Yunus's words, it's about identifying what should be included in the "capital" of capitalism.

Noraibukuro: Exactly. You're getting it. That should become the new "domain" for advertising.

Namikawa: For example, things like "skills" or "wisdom"?

Norabukuro: Beyond that. Think beyond the time axis.
If advertising is to become an entity that facilitates the exchange of value for value, then finding and identifying the "value" worth exchanging is also part of advertising's job. For instance, in the human world, there's something called a "shuttered shopping district."

Namikawa: What's with you all of a sudden?

Norabukuro: Everyone says we need to fix these shuttered shopping districts, but it's incredibly difficult.
I think that's because they start from "current value."

Namikawa: I see. "Future value," you mean?

Norabukuro: Exactly, "potential value."
For example, imagine if every shuttered shopping street in Japan decided to open their shutters on a single day...

Namikawa: The value they hold socially and potentially—the "social potential value," right?

Norabukuro: "What if value" is good enough, right?